An online website for any business is paramount. In this time and age, we can’t recall any organizations without any online presence whatsoever. Cut-throat competition has compelled businesses to get aboard the digital bandwagon faster than ever and rejig their content marketing strategies.
The point is like every other marketer, you are too putting in lots of efforts to make sure the right (and high quality) content goes up on the website at the right time, your SEO and link-building campaigns help you achieve goals and your social media marketing efforts promote your content properly.
This clearly means if you want to grow your traffic, you have to find new and interesting ways to not attract first-timers but also to make them keep coming back to your website. So how do you make this happen? By following these points:
1. Curate your content to appeal to everyone
There are two kinds of readers: scanners and actually interested readers. While the latter is already interested to read what you have to offer, you don’t have to worry so much about that group – apart from delivering the right messaging.
But for the scanners – you can do so much for them! These are the people who have short attention spans and therefore, demand a different approach. A study published in 2011 states that web designers don’t have more 50 milliseconds to make a good first impression in front of the new visitor.
Moreover, first impressions are 94% design related. So yeah – capturing the attention of your audience – new and old – important. So make sure you put your best designers at work. An infographic by Blogpros has revealed that there was at least one picture for every 350 words in 100 very popular blog posts.
As far as content is concerned, both Hemingway Editor and Grammarly can help you in writing original, error-free copies in a simple language. A healthy mix of good content and graphic designs can make reading the entire blog post a breeze for scanners.
2. Conduct a keyword research for your brand
Use Keyword Planner to get the list of most popular and SEO-friendly on the basis of your industry, timeline and location. Don’t make this research work so complicated. Keep it simple and to-the-point. It is easy to get lost in a pool of words you feel are necessary to incorporate in your content marketing strategy.
The truth is finding the subjects that interest your consumer base and target audience is more than enough. You can also take help from Quora which happens to be the ultimate go-to source to get scoop on latest discussions, FAQs and trending topics.
3. Distribute free content-related stuff
Who doesn’t love to lay their hands on free stuff, really?! From downloading an e-book, template, toolkit, guide or a simple PDF of a blog post you had once published – readers like to download stuff. Have you noticed how skillfully HubSpot and CoSchedule have created a huge library for marketers, sales reps and social media enthusiasts to download content that ranges from an edit calendar to a sales pitch templates?
If you don’t from where you should begin this, create one for each popular category of content that you offer on your website. Re-purpose content and convert them into shareable content. Such items will get downloaded like free hot cupcakes.
4. Retarget your website visitors before they leave
Even though we received a stable number of visitors – both new and returning – to our website, very few of them would follow us on social media – especially on Facebook. This social media platform is important to us because this is from where we receive our primary clients.
To tackle this problem, we joined hands with Exit Bee and devised a smart plan to target our visitors at the time of exit. With the help of their exit intent technology, we targeted the leaving visitors with a personalized message from us – one that promised to share regular updates, tips and tricks to add value to them.
This popup got triggered only when a visitor tried to switch tabs or an exit intent was predicted and so their reading experience was not compromised on one bit. This is how it looks like on our website:
The campaign copy was short and to-the-point – something a scanner could easily consume within seconds. Needless to say, our followers on Facebook page has grown manifold since the time we implemented this website. We are quite happy with the results!